DS Smith has worked on new packaging for Oceans – one of the first UK manufacturers to offer plastic-free toilet tissue and kitchen towels.
According to DS Smith, 1 in 4 (26%) online shoppers would stop ordering from a company if they experienced too much unnecessary packaging, and over a fifth (22%) would do the same if the packaging was not recyclable or difficult to recycle.
The brand wanted to design a range of introductory packs which would encourage customers to make use of its subscription offer for toilet roll, safe in the knowledge that the packaging was plastic-free and 100% recyclable.
DS Smith developed a range of designs for the introductory packs, ensuring that this aligned with Oceans sustainability mission as a business.
After testing from DS Smith designers and Oceans customers, the finished box was made from 100% recyclable content, with modified dimensions to cut down on waste and space.
To maximise customer experience when opening the box, the design featured an introduction to the brand, Oceans messaging and a QR code with details on how first-time customers could get 10% off on the next Oceans order.
As a result, Oceans saw over half of customers make a repeat order online or make another purchase at the same time as the trial purchase.
Andy Brereton, design for creative lead, DS Smith, said: “Consumers are paying greater attention to where they source their everyday essentials, but this doesn’t mean that the sustainable choice needs to be boring. The challenge with many sustainable toilet roll subscription brands is designing packaging that remains appealing and functional, all the while staying true to the brand’s values.”
Graham Cox, chief operating officer for Accrol, added: “Sales of eco-friendly toilet roll have been on the increase over the past couple of years, and at Oceans, we want to make it easier for people to give sustainable alternatives a go. It was crucial that the finished ecommerce design reflected our values as a business of caring for people and planet – from the materials used for the packaging, through to the branding featured on the box. Introducing a smaller box for our subscription orders has also meant that we’ve cut down on waste and space in the design, thanks to modified dimensions.”
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